Eye on Marketers

Tuesday, May 27, 2014

The performance was part of McDonald's Inspiration Celebration Gospel Tour, a project of the company's 365black initiative, which targets African-Americans. The tour is a way for the fast food company — and its unhealthy products — to stay "deeply rooted" in African-American communities.

Thursday, May 22, 2014

"Hispanic Millennials are the single most important consumer group per capita in the U.S.," says marketing executive Jerry Hudson. Why? They're the "most millennial of Millennials," and Millennials are "the Holy Grail" for marketers. To most effectively target this sector, Hudson urges marketers to take advantage of their habits — habits like technology use and interest in soccer.

Wednesday, May 21, 2014

McDonald's newest spokescharacter, an animated Happy Meal box, was introduced as part of the chain's effort to " bring fun and excitement to kids' meals" while "serving as an ambassador for balanced and wholesome eating." Public health and corporate accountability advocates have derided the move as a "PR gimmick," while customers and critics have already taken to social media to denounce the anthropomorphic box "hideous" and "#McScary."

Tuesday, May 20, 2014

McDonald's blends event sponsorship, product packaging, and digital marketing in this high-profile global marketing effort. In the coming months, french fry packaging will be modified to serve as "the entry point for an augmented-reality game on [a branded] app." Whether the company admits it or not, the brand is certainly implicitly targeting youth with "fun": "Our digital vision at McDonald's is to bring an entirely new level of everyday convenience and fun to the world, and our augmented reality app is just one example of how we are bringing fun to our customers' lives."

Tuesday, May 20, 2014

The Ferrera Candy Company, maker of Lemonheads, tried to broaden its youth appeal by introducing a new mascot through Twitter. Critics have declared the "lumpy lemon-headed child" as "creepy," and compared it unfavorably to McDonald's unpopular new mascot.

Monday, May 19, 2014

McDonald's announced the new menu option just ahead of the company's annual meeting. The article notes that the fast food giant has been under continued pressure about its role in childhood obesity. The brand will also promote the new addition with an animated character called "Happy," who is ostensibly designed to "encourage healthy eating habits among children."

Friday, May 16, 2014

Democratic senators Tom Harkin (Iowa) and Richard Blumenthal (Connecticut) have introduced a bill that would end tax subsidies for the marketing of unhealthy products to children. Harkin framed the Stop Subsidizing Childhood Obesity Act as a critically-needed step to promote healthier lifestyles, arguing "our nation is facing a childhood obesity crisis that demands our urgent attention, and one effective way of combating this epidemic is to ensure that our children are not confronted by persistent advertising from soda, snack, and candy makers."

Wednesday, May 14, 2014

Reach Hispanic Columnist Rodrigo Duran notes that McDonald's does a "phenomenal job" of targeting Latinos, but comments that he's "no advocate of fast foods. In fact," he says, "I strongly discourage Latinos from eating at McDonald's."

Wednesday, May 14, 2014

The cookie company's campaign includes product placement in the movie and marketing efforts in 35 countries. Oreo will release special Transformer-themed flavors and movie-themed packaging. The campaign will also contain digital marketing elements: Oreo will be adding movie-themed activities to its popular "Twist, Lick and Dunk" app.

Friday, May 9, 2014

Partnering with a highly-anticipated summer blockbuster is a well-established marketing technique, but it's not always a successful one. Hardees/Carl's Jr. and Hostess are two of the companies facing criticism for "sexist" and "nonsensical" advertising tie-ins to the highly-anticipated big budget film X-Men: Days of Future Past.

  • Follow Us On Facebook
  • Follow Us On Twitter
  • Join Us On Youtube
  • BMSG RSS Feed

get e-alerts in your inbox:

older articles